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Okta’s Customer Identity Trends Report 2023

Okta’s Customer Identity Trends Report 2023

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Okta’s Customer Identity Trends Report 2023

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Businesses at Work 2023

Using anonymised data from over 17,000 global customers and the Okta Integration Network, Okta has identified key insights to help you stay ahead of global app and business trends.

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Despite the turbulent backdrop, the data tells a surprising story of growth this year. We found that organisations are prioritising security, increasing efficiency, and helping employees stay on top of their mental and physical health. Travel is also well and truly back on the map.

Here’s a deeper look.

Security and collaborative design are top of mind for organisations in the Asia Pacific (APAC) region. 


Whether it’s protecting the workforce, giving products a fresh makeover, or equipping businesses with the tools to succeed, a few app categories stand out.

85% YoY

unique user growth for security tools

64% YoY

customer growth for developer tools in Japan

27% YoY

growth for design software in Australia

Top Trends in Asia Pacific

Key takeaways from the Asia Pacific

Learn about the most popular and fastest-growing apps in APAC

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Fastest growing apps by number of customers

Diversity is the name of the game

This year’s fastest growing list globally features a diverse pool of apps, ranging from tools for collaboration, communication, corporate travel, and HR, to a cloud platform, a developer tool, and a security tool. In fact, the big winner this year is Kandji, an Apple mobile device management tool, with 172% YoY growth by number of customers.

There's not one app to rule them all

There’s not one app to rule them all

Organisations rely on a large, diverse set of apps to deliver on their mission, and large companies (> 2000 employees) lead the pack with an average of 211 apps apiece. Companies continue to add best-of-breed apps - such as Zoom, Slack, and Box - on top of productivity suites.

"It's critical for organisations to double down on workforce efficiency, invest in security, and innovate their customer-facing initiatives to thrive in todays' business environment. And as our latest Businesses at Work report shows, many companies are embracing uncertainty to do just that"

Todd Mckinnon, CEO and Co-Founder, Okta

Multi-cloud combination

Why have your head in just one cloud

This year’s data shows that the growth in multi-cloud adoption that is visible since 2017 shows no sign of slowing down, and the favourite pairing of Amazon Web Services and Google Cloud Platform continues to grow.

Get the full picture now

Access insights from over 17,000 global customers and the Okta Integration Network.

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Apps are for work and home life

The lines are blurred between office and home walls when it comes to how employees are using apps.

Finance and banking

Looking at combined corporate and personal app use, digital payment gateway Paypal and newcomers Venmo and Stripe are finding strong footing in our top finance and banking apps.

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Health and wellness

FitBit is king, but our two fastest growing apps by number of customers are LiveWell (up 32% You by number of customers) and Modern Health (up 30% YoY by number of customers), which focuses on mental health.

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Secure access wherever
employees work

Whilst security remains a global concern, we see the strongest growth for this sector in the Asia Pacific. 

46% YoY

customer growth for security keys/biometrics

211% YoY

unique user growth for security keys/biometrics

Most popular security categories

Companies are stepping up to higher-assurance factors in their multifactor authentication deployments: Low-assurance security questions are experiencing the slowest growth across the board (3% YoY by number of customers), while high-assurance security keys/biometrics (including WebAuthentication) are growing more quickly: 46% YoY growth by number of customers, and a chart-topping 211% by unique users.

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